{"id":51443,"date":"2018-11-28T19:13:00","date_gmt":"2022-10-18T19:13:35","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=51443"},"modified":"2023-03-27T14:25:02","modified_gmt":"2023-03-27T03:25:02","slug":"why-personalised-marketing-is-the-future-of-consumer-engagement-and-how-to-get-there","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/au\/blog\/why-personalised-marketing-is-the-future-of-consumer-engagement-and-how-to-get-there\/","title":{"rendered":"Why Personalised Marketing Is The Future Of Consumer Engagement \u2013 And How To Get There"},"content":{"rendered":"\n

In an era of heightened consumer expectations and media fragmentation, the only way marketers and advertisers can reach and engage the audiences of today is to create intelligent, personalised marketing journeys \u2013 thankfully, advances in technology is making this possible.<\/p>\n\n\n\n

This is a really exciting time to be in marketing, with transformational technologies creating brand new market opportunities and ushering in the Fourth Industrial Revolution<\/a>.<\/p>\n\n\n\n

Technologies such as the Internet of Things (IoT), 3D printing and artificial intelligence (AI) are fusing the digital and physical worlds, creating new and powerful connections that are fundamentally changing our economies, societies and daily lives.<\/p>\n\n\n\n

As marketers, we\u2019ve been on our own journey of late, using the technology in front of us to get closer to consumers than ever before, and seeing the advertising and marketing functions really converge.<\/p>\n\n\n\n

We\u2019ve transitioned from mass marketing to personalised digital marketing<\/a>, and now we\u2019re entering the age of intelligent marketing. This is a time where these transformational technologies, particularly AI, will enable us to connect with consumers at a scale never before possible.<\/p>\n\n\n\n

Digital advertising in 2020<\/h2>\n\n\n\n

In two years\u2019 time, as a brand, you\u2019ll be marketing to a consumer who has on average 10 connected devices \u2013 and that\u2019s not just mobile phones and connected TVs, but also voice-activated virtual assistants, such as Amazon Alexa and Google Home, and virtual reality environments.<\/p>\n\n\n\n

Many of you are preparing for this \u2013 our Digital Advertising 2020 report<\/a> revealed that 73% of advertising leaders are already using smart TVs to advertise or plan to in the next 12 months. There are similar adoption rates for voice-activated virtual assistants (74%), wearable devices (67%) and augmented or virtual reality (68%).<\/p>\n\n\n\n

Findings from the State of the Connected Customer report<\/a> identified that 56% of customers (including 66% of business buyers) actively seek to buy from the most innovative companies, and that 71% would buy products and services they didn\u2019t know would exist five years ago.<\/p>\n\n\n\n

In this always-on, always-connected world, consumers share an immense amount of signals with brands \u2013 from emails they open to purchases they make. As marketers, we need to be able to capture and make sense of these signals, and then implement brand interactions that meet consumer expectations. Most important, it\u2019s imperative for marketers to understand that consumer expectations are constantly evolving, and quickly \u2013 we must keep up.<\/p>\n\n\n